Hotel brands in a crowded market
🏨 The hotel industry houses over 450 brands with 17.5 million rooms under major groups and 14.3 million independent rooms globally. Marriott's 2016 acquisition of Starwood created the largest hotel group with 30 brands. Global and regional groups account for 55% of accommodation capacity. Franchises focus on owner economics rather than guest preferences. The "big five" hotel groups dominate through scale and loyalty ecosystems. Sustainability and personalized loyalty programs drive modern consumer decisions.
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